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The Mobile World Congress in Barcelona has long been the place to learn about the future of mobile technology. But this was the year the advertising and media industries really made their mark. Everywhere you went, people were talking about mobile advertising and marketing, and how they related to the technology at hand. It was thrilling to see our industry finally claim a foothold at this fabulous conference I’ve been attending for so long, and IAB was excited to be a part of it.

For the first time at the MWC, IAB, along with partners Facebook and Nasdaq, held an all-day summit on mobile advertising. The conference brought together some incredible thought leaders to debate the future of mobile advertising and the issues driving (or preventing) its growth, from measurement to wearables, from “walled gardens” to better creative. Today, mobile devices help connect us to everything we do—I refer to them as the remote controls to our lives—so the time was right to bring these discussions to the MWC.

Among the biggest topics we wrestled with was finding a workable definition of mobile. When we talk about reaching people on mobile, what are we really talking about? Is mobile just the technology, or does the word represent more than that?

Keynote speaker David Sable, Global CEO of Y&R, challenged marketers to think about mobile as a mindset, not just a series of devices. “The mistake is to think that you’re making stuff for the screen,” he said, “when what matters is what’s happening in the life of the person using that screen.” When Y&R asked consumers in a survey what mobile meant to them, the answer was “freedom,” he said. People want to be able to access their content anywhere across any number of screens.

“If you think first about people, if you think first about humanity, it changes the way you look at technology,” Sable said.

Whether it’s mobile or interactive or print, the fundamentals of advertising remain the same, other speakers noted. You need to evoke emotions, you need to find the right time to reach the right people, you need to be mindful of the user’s privacy and interests. Bridging top-notch advertising with technology and media isn’t easy, but Gerry D’Angelo, European Media Director of Mondelez International, was just one of our speakers who gave great examples of mobile creative that is truly moving hearts and minds.

Of course, technological factors still need to be reckoned with. Measurement continues to be a problem in the mobile space. We don’t have traditional measurement tools like they do in TV or interactive. But as several of our speakers pointed out, that doesn’t mean there aren’t ways of measuring mobile. There are good solutions today, you just have to be a little more open-minded about what you measure. And the lack of traditional measurement options is certainly not an excuse to overlook mobile all together.

We had a great conversation about the challenges presented by so-called “walled gardens.” The problem is real, but surmountable if approached creatively, our panelists agreed. Despite the way mobile operating systems are thought of, your approach doesn’t have to be black or white, app or Web, Android or iOS. All these things are ultimately interconnected, and working across them requires some brave holistic thinking.

Adam Kostyál, SVP and head of European Listing Services at Nasdaq, and Nicola Mendelsohn, VP of EMEA at Facebook, opened the day with a discussion on cutting through the noise and understanding the true state of mobile right now. Bob Pittman, Chairman and CEO of iHeartMedia, Inc., talked about the power of mobile and radio. Lindsay Pattison, Global CEO of Maxus, had a conversation with Sarah Personette, head of global business marketing at Facebook, about how to put people first. And those are just a few examples of the fabulous talks we had all day.

As the prime driver of mobile initiatives within IAB, the Mobile Marketing Center of Excellence is dedicated to making IAB the world’s smartest, most authoritative voice on mobile advertising. This program illustrates how the marketing and media ecosystem has fully embraced the power of mobile technology to reach and engage consumers, and that IAB and its members are committed to creating platforms for education in the U.S. and abroad to help them achieve that goal.

Up next is our Mobile Marketplace, a top-level gathering of buyers and sellers from across the industry where we will debate and deconstruct the state of mobile marketing. Taking place on Monday, March 30th in NYC, the annual event will once again offer insightful discussions, unparalleled networking, deep-dive workshops and interactive town-hall discussions. Whether or not you were able to join us in Barcelona, this next event will provide a great opportunity to further your understanding and involvement with the future of mobile. I look forward to seeing and connecting with you there.

A whopping 70 percent of marketers say they are planning to increase their social media advertising budget in 2015, according to the recent Salesforce 2015 State of Marketing Survey of 5,000+ global marketers. Yet, as social media platforms incorporate new paid advertising options to replace older ones, it is increasingly difficult for agencies and marketers to navigate the available ad products in the paid social media world.

To help make sense of this rapidly evolving space, the IAB Social Media Committee worked with the top seven social media platforms to develop a “one stop shopping” guide that provides the industry with an up-to-date framework for buying advertising on Facebook, Foursquare, Instagram, LinkedIn, Pinterest, Tumblr and Twitter.

“In a world that moves fast, relying on resources such as the IAB Social Media Guide provides tremendous value to marketers, giving them true insight into the social media landscape. But the real value comes from marketing partners for each social platform who can us this guide as a reference to better evaluate all the amazing options at their disposal to reach the right audience, the right way, at the right time in the purchase funnel. This guide is an evolving working document, as evolving as our industry is,” said IAB Social Media Committee Co-chair Carine Roman, Head of Global Advertising Operations at LinkedIn. Readers can use the interactive guide to focus on the platforms they are most interested in.

Fellow Co-chair Christine Cuoco, Director of Global Business Marketing at Twitter added, “Our hope is that this collaboration inspires creativity, innovation and high quality work.”

What do the social media platform contributors have to say about the guide?

The Social Media Buyer’s Guide is a great resource that helps marketers and agencies understand how they can drive real, business results across some of the largest and most engaging publishers in the world. It’s great to see that all partners came together to create one valuable resource. For more information about advertising on Facebook and Instagram, please visit: https://www.facebook.com/business/resources and http://business.instagram.com/

- Judy Lee, Head of Industry Marketing at Facebook

This comprehensive guide provides a helpful top-line view of paid social media vehicles, as well as the current capabilities and ideal uses for each platform. Our belief is that as advertisers harness the intrinsic value in social and location-based platforms, the IAB Social Media Guide will prove to be a useful tool for laying groundwork for client use cases and campaign expectations.

- Swen Graham, Director, Creative and Brand Strategy at Foursquare

This one-stop resource guide is a solid framework for getting started with marketing your brand across leading social media platforms. An amazing collaborative approach to social media creating an aggregated guide needed to up level your social marketing efforts. For more information and to get started with LinkedIn products, please visit https://business.linkedin.com/ or contact your LinkedIn Account Executive.

While these platforms are often lumped together as “social” there are important distinctions that make them unique. For example, Pinterest does connect people, but at its core, it’s a visual bookmarking tool that’s most often used to help people plan their lives. This guide is a helpful reference to help you plan your approach to make the most of each platform. For more information about Pinterest Tools, please visit https://business.pinterest.com.

- Yolanda Lam, Agency Partnerships at Pinterest

This collective guide is a tremendous and reliable resource for marketers looking to elevate their brand presence and captivate new audiences across the ever-evolving social landscape. For more information on getting started with Tumblr, please visit Tumblr.com/business or contact [email protected].

This guide is a powerful resource for any marketer who wants to stay up to date on best practices across multiple ad platforms. Access additional resources and marketer success stories at https://biz.twitter.com/success-stories, and reach out to your account lead with any questions.

It is intended that the Social Media Buyer’s Guide will be updated as major ad product changes are announced by any of the seven platforms, so please check back frequently to get the most up-to-date ad product information.

If you have any questions, or would like to be considered for inclusion in this guide, please email Susan Borst - [email protected]

About the Author

Susan Borst

Susan Borst is the Director, Industry Initiatives at the IAB focusing on Social Media, B2B, Games, Content Marketing and Native Advertising. She can be reached on Twitter @susanborst

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When
phones were still considered the ‘3rd screen’, one of the first ways
advertisers tried to reach audiences was through SMS campaigns. American Idol
anyone? But mobile-friendly social networks such as Twitter, Facebook and
Instagram, with their glitzier interfaces and richer communications through
video and images quickly left SMS campaigns in the dust.

But, a
Facebook post only has a real life of 3 hours, and a tweet 18 minutes before
getting flushed down the timeline. The rise of mobile messaging apps such as
WeChat, Line and KakaoTalk promise to combine the direct targeting of SMS with
the continuity and multimedia richness of social network communication. How can
marketers use these platforms to talk to their consumers effectively?

1.
Talk in Emoji

For
brands or agencies leading the pack, consider emoji a new exercise in art and
copy. Katy Perry’s ‘Roar’ lyric video illustrates how familiarity with the
canned symbols is just as important as familiarity with the alphabet in this
new craft. For example, the ‘super’ for the line “I got the eye of the tiger a
fire”, was “I got the (winking smiley) of the (side tiger)(front tiger)(side
tiger) a (flexing bicep).” If that just had you go “???”, think of it as having
your copywriter and art director combine into one role, and express in
Wingdings. And brands will probably have to get used to the fact that using
smileys —and chickens, and monkeys, and poop icons— in their corporate
communications is now ‘on-brand’.

Katy Perry’s “Roar” Lyric Video mashes emoji and text

FYI,
Whatsapp, whose interface was featured in the video, didn’t have to pay Perry a
dime, simply because she was a fan… and probably has her finger on the pulse of
the millennial consumer ;)

2.
Hand over your brand with branded stickers

Besides
the default emojis, most of the apps come with another type of communication
format: Stickers. While emojis are static, canned default symbols from the app,
stickers are large, downloadable add-on (read: brandable) GIFs, usually of cute
animated characters. The expressiveness of stickers have fans of Line in Taiwan
creating viral melodrama comics using the brand’s sticker characters, bunny and
bear.

The
Walking Dead official account on Line just released their zombie sticker set on
Nov 5, allowing fans to disseminate the apocalypse. Stickers are also the
perfect vehicle for celebrities. Korean pop idols such as G-Dragon and 2PM have
their own suite of mini-me stickers —laughing, crying, booing— expanding the
meaning of ‘give your brand over to the fans’. I’m waiting for a Quick Service Restaurant (QSR) to release
dancing burgers so I can express my hunger. Turn on your notifications, branded stickers might just become the next hashtag.

Furthermore,
these apps are linked to a whole creative suite of ‘in-house’ editing apps such
as Line Camera and KakaoStory, that allow you to add filters, messages, stamps
to your messaging images. There is a huge possibility there to put a spin on
the now ubiquitous photo campaigns.

In-app creative apps allow consumers to take your branded content and run with it, such as this Line Camera photo-editing app.

A Walking Dead photo can be edited within Line, with the Line Camera, and shared with friends.

3.
Press 1 to Start an Official Dialogue

WeChat
brands so far have had the most robust 2-way dialogue with their fans.
Starbucks, Harrods, Nike, Durex etc have pinging setups that resemble ‘press
one for english’ type phone menus. Chatting with Durex for example, gleans you
sex tips, an 8 second voice message in your choice of sexy female or sexy male
voice saying ‘Don’t be angry, baby” in Chinese, and hours more of 2-way
pleasure.

Nike+
has 8 different workouts delivered right to your message box. Starbucks has the
latest coffee blend with gorgeous pictures and a mouth watering description to
go along with it. The Walking Dead on Line has ‘On Air’ sessions after every
episode airs on TV, attended by over 30,000 fans. This allows the brand to
engage directly 1-on-1 with its consumer base, and gauge the popularity of the
series’ storyline.

How is
this different than an email or Facebook CRM program you might ask? The
difference is, consumers can control the path they want to take with talking
with the brand, feel special while doing it. And brands get stats on what is
most popular.

The Walking Dead ‘On Air’ function on Line allows
1-on-1 conversations between brand and consumers.

It still
remains to be seen when social messaging will truly take off in the U.S. The
most popular U.S. based app, Whatsapp, remains staunchly against advertising on
its platform. For global brands however, most social messaging apps allow
brands to customize localities. So Miley Cyrus has a Japan account, Korean
account etc. No matter what, Asia seems to be taking the lead in this
conversation, or so its 200 million Wechat users are saying.

WeChat

Line

Kakaotalk

Whatsapp

Facebook

Twitter

Country of Origin

China

South Korea,
now Japan-owned

South Korea

US

US

US

Global User
base

(millions)

400*

230*

100*

300**

1,555

500

Tech in Asia, August 2013 This statistic gives information on the
most popular mobile messenger apps in Asia as of August 2013, based on number
of registered users worldwide. As of that month, NHN Japan’s LINE app had 230
million registered users, up from 100 million registered users in January 2013.

**The Next Web; WhatsApp This statistic shows a timeline with the
amount of monthly active WhatsApp users worldwide as of October 2013. In August
2013, the mobile messaging platform announced more than 300 million monthly
active users, up from over 250 million in June 2013.

About the Author

Ruth Ong

Ruth Ong is an Art Director at Grey New York. She hails from sunny Singapore and has called New York home for the past 8 years. Besides art, strategy and all things digital, she loves sailing and culinary encounters of the third kind. Twitter: @ruth__ong

The advertising ecosystem today is inventing smart, unique campaigns that use the latest interactive advances to engage consumers. The results are powerful. With audiences bombarded by marketing messages in every medium, advertisers are pushing the envelope to get attention and creating a truly dynamic marketplace as they surprise, delight, and win followers.

In response, we’ve added seven new categories to this year’s IAB MIXX Awards to make sure the best, most forward-thinking work gets noticed. Through the global IAB MIXX Awards, the IAB recognizes the talent that crafts this innovative, leading edge and high impact creative. The new categories give the digital industry more opportunities to showcase how brands and agencies move their business - and the advertising industry - forward.

Branded UtilityA successful branded utility campaign has the power to embed the use of the brand into consumers’ everyday behavior—Nike+ FuelBand, the 2013 IAB MIXX Awards Gold winner in Digital Integration—is the perfect example. David’s Bridal recently got media attention for its app that lets brides make wish lists, interact with bridesmaids, keep track of their bridal purchases, plan the wedding party, show her current mood through an icon, upload images, log-in via Facebook and send invites to friends through the social network. Those newlyweds might then move on to using the Chip It! app from 2012 IAB MIXX Awards’ “Best in Show” winners Sherwin Williams and McKinney that lets you match real world colors with paint colors.

Content Marketing Content marketing is increasingly recognized as a new channel for brand marketers. At least two major agencies recently announced new units devoted to helping clients with content marketing development. American Express is well known for its “OPEN” Forum dispensing advice of all kinds to small businesses. Lincoln Motor Company’s “Lincoln Now” site features content that celebrates design, technology and art, and in the process, the company’s 90-year history of making cars.

Augmented Reality Augmented reality campaigns take advantage of consumers’ addictive smartphone behavior by creating often game-like apps that communicate brand messages in clever ways. How do you get an adult audience to rekindle their love of Lucky Charms cereal? This year Lucky Charms agency Saatchi and Saatchi created an augmented reality app that sent customers on a “Chase for the Charms,” complete with a $10,000 “pot of gold” at the end of the rainbow. Custom Mobile Rich Media Display AND IAB Standard Mobile Rich Media Display With mobile advertising skyrocketing by 111% in 2012 as reported in our recent study, brands are out to take advantage of the landslide shift of eyeballs to mobile. Major publishers like USA Today, New York Times, ESPN and more are hosting rich media ads on their mobile apps, and platforms like Google, Twitter, Facebook and Pandora are drawing huge mobile audiences. Last year the IAB established its first-ever mobile ad standards — the Mobile Rising Stars. Agencies are expressing great creative ideas through these new formats with great consumer and business effect. For example, Dunkin’ Donuts and Celtra used Facebook for a mobile ad using rich media and HTML5 to let users customize their perfect drink.

Clicks-to-Bricks Retail brand marketers are using interactive in significant ways to drive traffic to their brick and mortar stores. Macy’s created an all-purpose Black Friday app last November that enabled shoppers to preview and get push notification on Black Friday specials, create lists to share with friends and family, direct shoppers toward local store specials and preview exclusive items. The app’s debut coincided with Macy’s holiday broadcast campaign featuring spots with Justin Bieber, Carlos Santana, Martha Stewart and Taylor Swift. The IAB MIXX Awards honor not just creativity but impact and nowhere is ROI felt more immediately than in a retail environment

What’s next? We’ve added one final category to find out:

Can’t be Contained! - Any execution so experimental and innovative that it defies categorization in the IAB MIXX Awards!Technology is moving fast, and cutting edge agencies and brand marketers are keeping up with it. “Can’t be Contained” offers agencies and brand marketers the chance to submit their campaigns using the latest most experimental, groundbreaking technology. No doubt there are even more forward thinking digitally savvy campaigns on the horizon.

Peter MinniumAs
the Head of Brand Initiatives at IAB, Peter Minnium leads a series of
initiatives designed to address the under-representation of creative
brand advertising online. He can be reached on Twitter @PeterMinnium.

The efforts made by the members of IAB’s committees, councils, working groups, and taskforces have resulted in the development of guidelines, standards, best practices and more, that help to solve operational inefficiencies and define the future of digital advertising. These elite groups are led by our Committee and Council Co-Chairs, who are responsible for developing agendas, setting goals, and strengthening collaborative relationships among our membership.

The IAB
congratulates the 2013 Committee & Council Co-Chairs, who have demonstrated
through leadership and participation their commitment to the industry’s growth and
success. You can also follow them on our Twitter list.

About the Author

Julie Van Ullen

Julie Van Ullen is the Vice President of Member Services at the Interactive Advertising Bureau. Ms. Van Ullen oversees member acquisition, participation, and retention programs. In addition, she works with designated member leaders to develop strategic, market-marking initiatives for execution within IAB’s Committees and Councils.

In a typical session in my free time online I might post a few snapshots on Instagram, check out the latest viral YouTube video and update my Facebook page. I might also research and buy a book for myself, or a gift—or I might price a couple of possibilities for my family’s summer vacation. But in my use of social media, many of these activities soon give way to new enthusiasms — #lancearmstrong already seems like yesterday’s news by #inaugurationday.

The point is that as more of us live more of our lives through our broadband connections, marketers have to search for ways to access and leverage the vast Social Data trail of our interests—some fleeting and some more abiding—that we create online.

And IAB’s Data Council just rolled out a new report—Social Data: Demystification & Best Practice—that can give companies and marketers a sturdier starting point for understanding and making better use of this growing mass of information and its power to positively influence millions of people through social amplification.

Social Data flows from a million directions. For example, many online marketers are using trackable URLs when posting to social media. These allow you to see exactly where your traffic and customers come from. Another popular social media tool allows you to add a share button wherever you need one on your website—a tool that creates data about who comes to your site, when and why. Of course social media sites themselves also generate masses of social data for you to use. All in all, just like other entities that are growing their online community, we at IAB use Social Data analysis tools, to see where our offerings are strong and to get feedback that helps us reach unexplored audiences.

Social Data: Demystification and Best Practice offers best practices and a common language to help analyze and discuss the data generated by these many layers of social media. Creating a common language is key, because after extracting Social Data, making useful sense of it is still often not easy—sometimes simply because people use the same terms for different phenomena. The report further explains what must go into meaningful data analytics—another critical hurdle we all must clear, as we move away from tracking mere page views in favor of deeper aspects of Social Data, including propagation, amplification and sentiment.

What I think is really exciting here—to me, the basis for Social Data’s promise—is that it’s all about social media’s community of millions of people happily and openly coming together. But with the resulting pool of data so deep and varied, the new IAB report is like navigation software that can help you and your particular company or marketing campaign find the right direction through a real jungle of information to your specific goals. You can download the report at http://iab.net/socialdata.

About the Author

Patrick Dolan

Patrick Dolan is the Executive Vice President and Chief Operating Officer at the Interactive Advertising Bureau (IAB). Mr. Dolan is responsible for finance, operation, costs, compliance, and risk management. In addition, he works closely with the rest of the executive management team to supervise strategy and revenue optimization. He can be reached on Twitter at @patrickdolan.

Please excuse this IABer’s arrogance when she says: the experts got it wrong.

After Tampa and Charlotte, the reports came flooding in “social media revolution failed,” “Parties still need physical convention,” and “will social media ever live up to its promise?”

But if you know what I mean when I say #eastwooding, read no further, you probably already get everything I am about to highlight.

For some reason, just like novice mobile marketers, the pundits looked to social media to replace the political norms, and missed the true Holy Grail. Just as a successful cross platform marketing campaign reaches the consumer as they move throughout their day, in different contexts utilizing both old and new, social media supplements the convention and campaign platform, it is not there to replace it. Breaking down the walls did not simply mean to host a virtual convention, rather, it’s a tool to expand audience and break down access barriers.

Let’s be honest, while baby boomers and beyond are still happy to find a couch during prime time TV, up and coming generations are highly mobile (and I don’t mean by device), they are cord cutters, and they consume a lot of information and entertainment through multiple platforms and services, at the time convenient for them.

Social media is our Where Brother Art Thou’s tin can and soapbox. It’s retail politicking. How in a modern national campaign do you recreate the glad handing, baby kissing, and storytelling necessary for intimate, voter engagement? Accessibility and communication.

Kal Penn’s call for #sexyface wasn’t just a funny gimmick; it created an opportunity for engagement. Voters like to feel as though they are a part of the process and in on the secret. It took less than an hour for #sexyface to trend on Twitter. While an unintended consequence, @InvisibleObama had tens of thousands of followers in the first hour, 40,000 by the next morning.

And this raises a separate question that has yet to truly unfold: measuring social media’s impact. Some argue in order for social media to be successful, it must be organic. On this point, the two campaigns seem to be diverging, and we will be presented with two case studies by year’s end. Last week, the Romney campaign was the first political campaign to purchase a paid promotion on Twitter. Consider, the President clocks in over 19.6 million followers to the Governor’s 1.1 million.

The 2008 Presidential and 2010 Midterms were just the beginning. We are only beginning to see the tipping point, and there will be mistakes, flaws, and downright failures as campaigns navigate the best way to put these tools to use. I am often pointed to the Veep App as evidence social media and technology platforms don’t work for political. The much-vaunted Veep App would be the first place for voters to find news on the Governor’s announcement for a VP candidate. Unfortunately for the App, and the campaign, that news broke before the App could. And it is true; campaigns must have controlled messaging, and esoterically will remain unchanged for the near future. But don’t shoot the App, campaign leaks are tech-agnostic.

And we’re just scratching the surface. Be sure to join us this year at the IAB MIXX Conference & Expo as some of the smartest minds in media and political discuss the “Digital Election” and examine how the Internet will decide the Presidency this year. To find out more, please visit http://www.iab.net/mixx/agenda.

About the Author

Sarah Hudgins

Sarah Hudgins is Director, Public Policy, IAB. Follow her @SarahAHudgins.

At IAB, we listen a lot to our members and the digital industry. We discuss ideas with you at many of our events, too. And we genuinely want to hear from you, to help us move the industry forward.

As social media manager for IAB and the voice of @IAB, I’m always exploring networks, trends, and tools, and creative ways to strengthen relationships, communicate IAB efforts, create engaging content, help tell your stories, and foster a better two-way dialogue between IAB and its membership. One of those great social media tools we often use in those timely conversations is our Facebook page, of which I’m proud to say that the IAB has 13,549 followers as of this writing.

It’s been a big week in digital advertising. As many of you know, we recently released news of a new standard ad unit portfolio at the fifth anniversary of the IAB Annual Leadership Meeting, an exciting three days among the top thought leaders in digital advertising. Among that portfolio were six IAB Rising Stars Display ad units—new interactive units that enable marketers to tell bigger, bolder brand stories.

Facebook also unveiled its own news yesterday about Facebook Timeline for Brands at its Facebook Marketing Conference (fMC), to help brands tell better stories through their new products such as Timeline for Pages, Mobile Ads and Premium Ads. For those brands that may not have made the switch yet, here’s what some of our members have said about it:

We’re pleased to announce that the IAB has already modified our Facebook Page to Timeline, at www.facebook.com/iab. Check it out as a great resource for IAB history, stories, and news. As we begin to share IAB history with interesting content, connect more with people, and tell better stories, take a look and let us know what you think.

Helping you better build your brand stories digitally is important to IAB. In fact, it’s one of our primary goals for 2012. As Randall Rothenberg, President and CEO of IAB, spoke about at our MIXX Conference & Expo in October 2011, such brand innovation in the digital industry will come from storytelling, not simply technology.

Help us continue to build better relationships with you, wherever you are and whatever platforms you use. We want to hear from you!

About the Author

Jeff Fryer

Jeff Fryer is Marketing Manager, IAB, and helps the IAB to better listen, understand, and engage in conversations in social media. You can tweet him @jfryer2000 and follow the IAB on Twitter @IAB.